Rebuilding Hope from the Inside Out
The Challenge
Despite being the largest rescue mission in the U.S. by assets, Star of Hope had quietly slipped into a crisis of identity and internal culture. By 2023, the organization was entering its fourth year of operating at a revenue deficit. Stakeholders were overwhelmed. Fundraising had stalled. Brand recognition was weak—even in their own city. Public confusion over their mission (Are they a food pantry? Do they serve men only?). A dated, confusing website staff were embarrassed to share. Major brand disconnect between the men’s shelter downtown and their larger mission. Years of poor marketing decisions and internal culture fatigue had eroded morale.
The Strategy
As Creative Director, I was brought in to lead a full rebrand and cultural transformation, not just a visual refresh.
Our approach focused on four strategic layers:
- Brand Identity Redesign
– Executed a full visual overhaul in a 2-day Design Sprint
- New Mission and Messaging Framework
– Developed new brand guidelines and language to position Star of Hope as Houston’s mission for second chances
– Clarified public misunderstanding: Not just a shelter. Not just for men.
- Board & Staff Alignment
– Facilitated brand training for the board and senior staff
– Created internal alignment around the new mission and identity
- Audience & Persona-Driven Messaging
– Developed detailed donor personas based on donor demographics (e.g., “Andi,” an upper-middle-class career mom in West Houston)
– Messaging tailored to how she wants to feel — compelled, productive, encouraged
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While full brand performance metrics will emerge post-launch (Q4 2025 onward), the impact was immediate:
- In paid digital media, they are witnessing 8 ROAS in Q4 2025 vs their past < 1.0 ROAS in years past
- ~ 1,500 new donors acquired through digital efforts
- An average of 6-8x on monthly donations via their website
Star of Hope didn’t just need a prettier brand. They needed a renewed soul.
By aligning their external image with their internal calling—and equipping every layer of the organization to live it out—we set the foundation for renewed growth, trust, and visibility in the heart of Houston.
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